Hollywood’s Premium VOD Vision Lacks Market Demand

DirecTV Chief Executive Officer Michael White said demand for films offered for rental just eight weeks after their theatrical release has been “small” — because the price of $29.99 per movie is “awfully high.”

DirecTV, the largest U.S. satellite-TV provider, began offering some Hollywood studio films via video on demand (VOD) in April for $29.99 after 60 days.

Few customers will purchase the premium rentals unless the quality of the movies improves and the price comes down, White said in an interview.